Word: spruceness
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...TOWN FORMERLY KNOWN AS... Halfway, Ore. (pop. 360), last week became the first place in the world to rename itself after a website Half.com which paid for the privilege). It's not the first to spruce up its moniker...
...America's most famous brand names, such as Plymouth and Oldsmobile, have begun to feel the pinch as the companies seek to cut marketing and advertising costs by focusing on brands with a more youthful image. Oldsmobile, with sagging sales throughout the decade despite many attempts at a spruce-up, reportedly remains within earshot of the GM scrap heap, and Ford's recent acquisitions of Volvo and Jaguar could threaten the longevity of Mercury...
...BLUE SPRUCE (B) PLOT: A boy and his father try to save a dying spruce...
MARTHA STEWART Home diva scores $1 billion with IPO. Will she spruce up trading floor with homemade wreaths...
LEND A HELPING HAND Be an ambassador to children in Ghana, help spruce up an ancient site in Greece, monitor rare birds in Ecuador or teach English in China. You'll feel good about yourself...